Manipal’s American University of Antigua

Manipal AUA's goal was to attract high-quality leads for its Global Medical Program. Recognizing that many aspiring medical students turn to Quora for information on colleges and the admissions process, AUA used Quora's ad platform to reach these prospective students while they were actively researching. By driving traffic to its landing page, Manipal AUA successfully increased conversions and admissions.

Manipal AUA’s approach focused on effectively reaching aspiring medical students who are researching medical colleges, MMBS, and medicine and related topics. With a strategy that made use of contextual and behavioural targeting solutions, they aimed to connect with users who are considering a career as a practicing doctor in the USA, UK, or Canada.

The key to getting high-quality traffic and conversions is to strategize your targeting well - identify your target audience, determine all the relevant Quora topics that your audience is likely to frequent, shortlist the ones that make sense for your campaign, and pick the right targeting option that suits the objective of your campaign.

After brainstorming their targeting strategy and getting their creatives in place, the Manipal AUA team shot for success. In a matter of 6 months, they had improved their campaign performance and achieved a 3X increase in conversion rates. With the right interventions, they were able to reduce their costs while maintaining their conversion rate. They were able to reduce the cost per lead (CPL) by 70% from the start of the campaign. (Metrics reflect Quora Ads performance improvements between January 2023 and June 2023.)